How to Keep Your Marketing Fresh

Marketing has always had concepts that remain relevant throughout the years, but it's also constantly changing as technology advances and buyer shopping habits and methods change. As trends, the economy, consumer preferences, and other factors change, marketers have to consistently take a proactive approach if they want to see conversions. 

Breathe life into your marketing

1. Know Your Current Buyer Personas

Buyer personas are the core of your marketing strategy, so it is essential to understand them. The personas you began with years ago are not going to likely be the exact same today. It's important to reevaluate who your personas are and then retarget your audience as it applies to them where they are.

Questions to ask:

• What demographics are your marketing efforts targeting?
• How are current events affecting their decision making?
• Should you add or remove any personas? Are they relevant?

2. What's Fresh in Marketing, Sales and Technology?

What are you doing to engage your audience that is fresh, new, and maybe even risky? Experiment with different approaches, platforms, types of events, etc., to see what your current audience responds best to.

Some things to look into:

• Methods of email marketing
• Content trends
• Apps
• Integration of different platforms
• Social media trends
• Interactive marketing
• Event marketing
• Pay-per-click advertising
• Google Reviews

There are many agencies that will try to convince you that you'll only have to do one thing to be successful. What's truly ironic is that the one thing they claim can bring you success happens to be the exact thing those agencies sell.

• If they sell search engine optimization (SEO) then you'll be successful if you buy SEO.
• If they sell link building then you'll be successful if you buy link building.
• If they sell radio advertising then you'll be successful if you buy radio advertising.

You see the pattern, right?

Herein lies the myth. There is never one thing you can do to be successful.

It's always a combination of things. There is no marketing silver bullet.

3. Keep Your Brand Relevant

If you don't understand your buyer personas, then you likely don't understand the direction of your brand. For example, you need to know what kind of imagery and styles they respond to. Every persona is different. Effective branding stems from knowledge of your industry and your personas. If your brand is not on point with your audience, then you will see interest in your company drop.